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Air Serbia unveils in-flight entertainment system

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Air Serbia has launched its new in-flight entertainment (IFE) system, available to all passengers free of charge on its Airbus A319 and A320 aircraft. Entitled "Elevate Play", the new streaming product offers fifteen movies, 26 TV shows and fifty music albums. The service is available to passengers with tablets, laptops, mobiles and other hand-held devices. Travellers must download the Elevate Play application, either prior or during the flight, while laptop users will be able to stream entertainment without the need for an app, however, installation of the browser plugin will be needed. Last September, the Serbian carrier rolled out wireless Internet connectivity across its Airbus fleet.

The new entertainment system was developed by Global Eagle Entertainment (GEE), a worldwide provider of aircraft connectivity systems, which last September signed a deal with six Etihad Partner airlines, including Air Serbia, Jet Airways, Air Berlin, Alitalia and Air Seychelles, to provide in-flight entertainment. GEE Chief Commercial Officer, Walé Adepoju, noted, "GEE is honoured to expand our longstanding alliance with Etihad Airways and a forward-thinking group of regional and global airlines, through an innovative agreement and partnership committed to delivering a cost-effective and reliable passenger IFE experience across six airlines". Global Eagle Entertainment is used by more than 200 carriers in its various forms, including Oman Air, Flydubai, Norwegian Air Shuttle. Icelandair, Swiss International Air Lines, Lufthansa, Turkish Airlines, Fiji Airways and WestJet, to name a few.

Apart from its Airbus A319 and A320 fleet, Air Serbia will also offer in-flight entertainment to all passengers on board its A330-200 wide-body aircraft through personal television screens, which will be available in each seat. In addition to launching Elevate Play, the carrier will soon reveal more details of the in-flight entertainment offering on its wide-body A330 flights between Belgrade and New York, which will have personal TV monitors at every seat in both cabins. Last year, Adria Airways introduced its OnAir Entertainment platform, created by the Dutch-based AirFi Box. It allows for passengers to browse the airline's digital in-flight magazine, play games, chat, give feedback and order meals though their personal tablet computers and mobile phone devices.

Air Serbia's CEO, Dane Kondić, said, “We know that in-flight entertainment makes a world of difference to guests and are naturally excited to launch our Elevate Play service. This service, which is available on all our A319 and A320 jets, provides travellers with hundreds of hours of entertainment in English and Serbian, from Hollywood blockbusters to all-time Serbian and other classic films from the region. We have selected content with the duration of our short and medium-haul flights in mind, and which appeals to a wide range of travellers, from families with children who want to watch cartoons, to those who would rather listen to the latest chart hits". He added, “Providing the best possible guest experience is a key part of our strategy to become the leading airline in the region and Elevate Play fits into this vision perfectly”.

Elevate Play will be a crown jewel of Air Serbia product advantage. It was a long awaited missing piece of the wi-fly project but well worth the wait. Unlike some of the inferior solutions, Elevate Play is offered on all major platforms (Android , PC and Apple) right out of the gate, it allows in-flight app download (unlike some solutions that require app to be installed before boarding) and offers generous free content tailored for Air Serbia average stage length unlike some.competitors that offer only a couple of free movies and require paying for additional selection. Air Serbia has a world class narrowbody entertainment product that, combined with well known onboard service just raised the bar on not just regional but global competition serving Belgrade (QR, LH, TK and others). Well done Air Serbia!

Despite all the people that cticize this airline, they have done by far more than any airline in ex-yu has done for the past 20 years. As much as I loved JAT, it was a delapidated product and image. They managed to introduce new routes, planes, livery, uniforms, wide-body, transatlantic, entertainment, wi-fi, online check-in, website etc

The amount of improvment we saw in these three years is absolutely unbelieveable. Starting from 7 barely working 733`s with passenger service being almost unexistent to 22 planes (including Adria`s),Wi-Fly, long haul flights,etc... It is simply mind blowing..

I downloaded the app and can`t wait to use it on friday from TXL - BEG.

As always there is room for improvment. A lot of JU employees read this blog I just want to offer my 2 cents on the matter.

It says that the plugin for computer is located on the website, but I can`t find it. Either they did not put it up yet or I requires hacking abilities to reach it.

Another thing... Going through the app it looks more like official JU app than IFE app. You can book the flight, read the news, look at the offer at BEG, do online check in, and so on... In that case, why not simply naming it Air Serbia (the app name) and have a link at the app which opens IFE screen. It is complicated this way and slightly diluting the brand name. Elevate play app confuses consumers as to think it is only IFE app while it is a full JU app.

AJ, I didn't use Elevate Play yet, but my experience on other airlines was as you suggested: once onboard I downloaded Panasonic DRM plugin from wifi portal and that's it! Let us know how was your experience!

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